An Introduction to Clearwater Corporate Finance

Transcription

1 An Introduction to Clearwater Corporate Finance Prepared by Ella Worthington for James Hales Background This document provides a top level introduction to Delineo, which is now in the top 8% of the 500+ creative agencies in the Northern region. It highlights our experience and capabilities on areas of relevance to Clearwater Corporate Finance, namely: Marketing strategy Content creation and management Online development Brand development B2B client retention and recruitment B2C client retention and recruitment This document provides a small selection of relevant work from our overall portfolio by way of example of our experience and expertise in these areas. About us Delineo is a full service marketing agency comprising strategic, analytical, left brain thinkers (who we call considerists) and intuitive, lateral, right brain users (we call them inspirationalists) who together find the uncommon in the familiar to create genuine points of difference and achieve results that inspire. Driven by a desire to challenge traditional agency ways, Delineo is the agency to talk to when you want to: Build brands for market differentiation and competitive advantage Increase sales of products and services Capitalise on existing and emerging channels to market Improve communication with stakeholders Use design for competitive advantage Now in the top 8% of marketing agencies in the region according to both Crains and Business Link, Delineo is the agency to talk to when you to make things happen, supported by our core values of: Passion Care Skilful

2 Results-driven Engaging Committed Our clients Privileged to be the lead or roster agency for a number of leading UK brands, we've spent the last three decades delivering inspired results and supporting clients with a passionate, can-do approach. We work with clients in a variety of ways, to suit their particular needs and circumstances, typically performing one of the roles shown in the table below. A unifying feature of our clients is their loyalty to Delineo as an agency, as evidenced by the fact that the average length of time as a client is in excess of 5 years. We believe this is a facet of our commitment to outstanding service levels and the insight we provide by specialising in: Information technology Financial services Retail Leisure Social marketing Professional services

3 Marketing strategy A strategic planning team underpins the Delineo approach to all projects and activities. As can be seen from the organisation chart at the end of this document, the team comprises a number of individuals, each of whom has extensive marketing experience, having worked both clientside and agencyside. The planning team has over 60 year s collective experience and each team member has at least one marketing-based academic qualification. The services provided by the planning team include: Strategy and planning Market and competitor insight Customer segmentation, profiling and opportunity assessment Customer feedback and assessments The Brand proposition development and planning Behaviour and perception research Target communications and messaging Customer journey and enhancement Media planning The team employs a number of methodologies as part of the above service delivery, each fitting within an overall insight approach as shown in the diagram below: Some examples of the strategic planning projects delivered by the team are summarised below. Marketing strategy project 1 EcoWater market segmentation The Delineo planning team was responsible for all aspects of a marketing segmentation project for EcoWater, the world s largest manufacturer of water softeners. Primary and secondary research was gathered, analysed and interpreted to scope the

4 UK market for domestic water softeners and establish the lifestyle segments (13 out of a universe of 56) with the highest propensity to buy the product. Building on these findings a brand positioning and communication strategy was defined to reach and appeal to the targeted lifestyle segments. The strategy has been identified as a major contributor to the market share and sales performance of the brand in recent years. Marketing strategy project 2 EcoWater/Tapworks whole life customer value strategy The Delineo planning team analysed sales and service data for the whole of the EcoWater/Tapworks customer base (current and lapsed) covering a period of more than a decade. This information was combined with intelligence from management workshops to create a whole life customer journey in respect of water softeners. This customer journey identified a series of customer lifestages, each with different product and service sales opportunities. Against each of these stages, Delineo defined customer sales and marketing contact programmes designed to increase customer retention and cross-sales. The strategy has been adopted as a core component of the EcoWater business model in the UK and has been picked-up in other European territories. Marketing strategy project 3 Bolton Arena client retention/acquisition programme The Delineo planning team analysed the membership and ad hoc customers of this leading leisure venue using a combination of third-party lifestyle data and customer usage data. The findings from this work was analysed alongside primary perception research and a Delineo communications audit to define: A fundamentally revised marketing communication strategy An updated brand proposition A fundamentally restructured client/prospect communication programme A customer to product proposition matrix New channels to market The analysis and strategy work underpins a new approach for the venue that has delivered strong sales figures. Marketing strategy project 4 Paymex online client acquisition strategy The Delineo planning team has worked with this major debt management group to define an online communication framework. By analysing primary, secondary and web analytics data, Delineo created a client acquisition model that identifies the three primary routes to market for consumers of Paymex services. The model is based around the Delineo defined channels of find, found and referred. Against these channels, Delineo has created a communication programme matrix that provides a planning framework for the marketing professionals within the Paymex business. This planning framework is used to guide marketing communication strategy and tactics for the aforementioned channels.

5 Marketing strategy project 5 numero OTS/OTC strategy The Delineo planning team worked with this software business to define an Opportunity to See/Opportunity to Contact strategy to drive the activities of the business direct sales force. Delineo analysed the existing sales process, completed a comms audit and researched the decision making process of clients that lead to the development of a regular contact programme strategy based around interactive and intelligence-led content. The OTS/OTC strategy has been adopted into the working practices and targets of the sales team and has created an off-shoot project of a new CRM system and associated process for the business. The Delineo planning team continues to advise on this project. Marketing strategy project 6 business proposition strategy The Delineo planning team is working with a large car dealership group (the details of which are confidential) in relation to its customer proposition for new and used car purchases (including finance). Delineo insight work - incorporating primary and desk research has identified the potential for a distinctive market proposition that will undergo market scoping and testing during Delineo will work with the client on everything from market research to proposition development, market testing and salesforce internalisation. Marketing strategy project 7 Bott & Co marketing segmentation and proposition development The Delineo planning team worked with a firm of specialist solicitors to scope and segment the channels to market for bulk referral personal injury work. The project including the amalgamation of third-party data sources with management team insights to create a classified target audience universe. As a result of the work, Delineo defined four main target segments, each with documented characteristics, needs and key decision making drivers. This work evolved to a proposition development project in which Delineo defined the deliverables, propositions and communication strategies for each of the four segments. Content creation and management A major facet of the Delineo business is the provision and management of content for marketing campaigns both in terms of B2B and B2C audiences. We employ a number of PR and copywriting professionals who are trained and experienced in research, proposition development and content creation. The following examples provide a small selection of the work we are responsible for, which is typically progressed through to the branding and recruitment/retention activities detailed in the latter sections of this document. Content creation and management project 1 Coffee#1 online PR and SEO Delineo is responsible for the content on the Coffee#1 website, the online arm of this award winning chain of coffee shops. An integral part of the responsibility is developing a community of followers through social media and creating content to improve

6 the search engine rankings of the business. The service is delivered through a monthly contract which requires that Delineo plans, researches, copywrites and maintains all website content. The success of the strategy is highlighted by the MD of Coffee#1 who comments: The return on our investment is undeniable better customer communication, greater brand awareness and, yes, more coffees ordered on the shop floor. The following website metrics also indicate the success of the service: Site visits have increased by 248% Page views have increased by 262% Average time on site increased from 52 seconds to 2 mins 41 seconds Percentage of site traffic from social media sources increased from 3.2% to 26.3% Content creation and management project 2 numero online PR and content management Delineo is responsible for the content on the numero website, the online presence of this software company. An integral part of the responsibility is developing content that appeals to senior contact centre and marketing professionals and maintaining content to improve the search engine rankings of the business. The service is delivered through a monthly contract which requires that Delineo plans, researches, copywrites and maintains all website content. Since taking responsibility for the service, the number of visitors to the site has increased each month and the business regular tops search engine rankings for selected keywords. Content creation and management project 3 Bell Micro B2B online PR and content management Delineo is responsible for Business Matters, a B2B retention and recruitment initiative from Bell Micro. Every quarter, an IT solutions topic is selected (such as virtualisation, data security or cloud computing) and Delineo is responsible for researching, copywriting and maintaining all content for a section within the Business Matters website and the Business Matters events. Each section contains the following content: Hot topics Business issues Emerging technologies Case studies Resources User polls Business Matters is a major Bell Micro initiative and its success is measured by a series of metrics.

7 Content creation and management project 4 Stripes solicitors B2B online PR and content management Delineo is responsible for the content on the Stripes Solicitors website, a firm of solicitors that targets the B2B space. An integral part of the responsibility is developing a community of followers through social media and creating content to improve the search engine rankings of the business. The service is delivered through a monthly contract which requires that Delineo plans, researches, copywrites and maintains all website content. The following website metrics also indicate the success of the service: Visitors have increased by over 70% Page views have increased 5 fold The bounce rate has halved Time on site has increased fivefold The blog has become a main area of site activity Content creation project 5 Tapworks B2B guide Delineo is the author of the Tapworks Guide to Installers, a comprehensive booklet for the plumbing trade. The document provides plumbers and installers with an introduction to hardwater, the water softener business opportunity, sales tips, a trade club and techniques and the Tapworks range of products. Delineo was responsible for researching, copywriting and producing the booklet, which is a mainstay of Tapworks B2B strategy. Content creation project 6 numero B2B guide Delineo is responsible for the content and production of numero s B2B research reports. These reports provide original content designed to appeal to senior customer service and marketing professionals. Each report is researched by Delineo (using a combination of primary and secondary techniques), copywritten, designed and produced in printed and electronic formats. The reports, which are a mainstay of the numero s marketing approach, include: The little book of big customer expectations The customer service performance of 80 leading brands The reports have been featured by the CCA (a leading trade body) and are used by The Henley School of Management. Content creation and management project 7 The Co-operative Enterprise Hub B2B online PR and content management Delineo is responsible for the content on the Co-operative Enterprise Hub website, the online resource for businesses considering becoming co-operatives. An integral part of the responsibility is developing content that appeals to business owners and maintaining content to improve the search engine rankings of the business. The service is delivered through a

8 monthly contract which requires that Delineo plans, researches, copywrites and maintains all website content, which includes a blog and: Video case studies of business that have restructured as co-operatives Pictorial case studies of business that have restructured as co-operatives Resources and case studies

9 Online development Delineo entered the field of online marketing at an early stage, developing our first content managed website in the 1990s. Since that time, we have gone on to develop extensive digital marketing expertise that encompasses: Website design and development Online applications Mobile marketing marketing Social media The projects that follow are a small selection of our recent digital projects. Online development project 1 B2C interaction This site targeting young people is a major initiative for the Police. Nominated for a variety of awards, the site allows visitors to enter creative work including video for awards and to comment and assess the entries of others. The work is featured in this document as it provides an example of the contrasting work that Delineo is responsible for in the online world.

10 Online development project 2 Bell Micro B2B lead allocation and tracking application This online application provides a B2B sales lead capture, allocation and tracking system for Bell Micro and its reseller/vendor partners. The application helps streamline a critical workflow process between multiple sites and organizations. It includes secure log-in functionality and extensive online administration functionality.

11 Online development project 3 Bell Micro B2B white label marketing application This online application provides a B2B marketing campaign facility for Bell Micro and its reseller/vendor partners. Within the application, users can create personalised marketing campaigns including posters, direct mail packs, web pages and e-shots based on Delineo generated template materials that feature a number of different design styles. The application, which is based on proprietary Delineo coding, includes a powerful feature that generates print-ready, personalized artwork (including logo, copy and contact details) for the reseller partner. It includes secure log-in functionality and extensive online administration functionality.

12 Online development project 4 Servo B2B client retention/cross selling microsite This online application for one of the UK s largest computer services companies is part of an integrated campaign to help retain and cross sell to existing clients. Targeted customers are invited through an campaign to rate the service provided using a Delineo developed online survey tool. Responses are capture and integrated within an internal workflow system for follow-up action. It includes secure log-in and online administration functionality.

13 Online development project 5 Coffee#1 B2C website design and social media Delineo designed, developed and is responsible for the content for this consumer website that features content/feeds from a variety of social media channels. The site includes full content management functionality. Further details on this project are contained in the section on content development and management.

14 Online development project 6 Absolute HIP B2B online BPR/application development Delineo created this online application that is the primary business delivery tool of this HIPs provider. The application is used by the business to provide a white label service to B2B partners. The application is designed to support the processes of the business and its partners and includes secure log-in and online administration functionality.

15 Online development project 7 The Co-operative B2C Online advertising and lead generation As well as designing, setting-up and maintaining the content within this website, Delineo was responsible for defining a PPC campaign to drive and capture consumers to the site. As part of the strategy, Delineo developed proprietary code to capture the source of the visitor enquiry to enable better campaign tracking and measurement. PPC has been established at the best performing B2C channel for the business as a result.

16 Online development project 8 Bell Micro content managed website Delineo has designed, developed and set-up this extensive content managed website that targets B2B clients across Europe. The content management system is extensive and provides the business with full control for the entire site, across all languages and territories. It includes secure log-in functionality.

17 Brand development Delineo is a proven branding agency as the following examples help demonstrate. We adopt a true approach to branding, rather than just developing simplistic visual identities, through the combination of the following disciplines Brand identity analysis and insight typically combining primary and secondary research in relation to internal and external stakeholders Brand proposition development focusing on the distinctive personality, big idea and core competencies of organisations Brand strategy and communication planning across the full communications mix Brand implementation Corporate brand project 1 Bell Micro Achieve More Brand consolidation project across Europe to unify previously disparate IT businesses. Project now in its fifth year focused on our Achieve More brand identity for the business, which strikes at the heart of Bell Micro s proposition for B2B clients and B2B partners. The brand is promoted through online, direct marketing, above-the-line and sales promotion media.

18 Corporate brand project 2 Admiral Taverns Run it your way Now in its fourth year, our run it your way brand identity for Admiral Taverns has provided a powerful proposition for the target audience of existing and prospective licensees and B2B trade suppliers. The brand has been rolled out through advertising, online, experiential, direct marketing and broadcast media.

19 Corporate brand project 3 Castlefield Part of It This recently launched brand for a specialist asset management business is centred on a Delineo defined brand proposition which provides Castlefield s institutional clients with a share of the profits. The brand has been rolled out through above the line, online, direct marketing and social media, targeting specialist B2B organisations.

20 Corporate brand project 4 numero Do the right thing Launched in 2009, this brand for a software business is based on the Delineo defined brand proposition of do the right thing. The CEO of the business believes the brand has revolutionised the business which supplies leading consumer brands throughout the world. The brand has been rolled out through online, experiential, direct marketing and social media targeting B2B clients/prospects and B2B partners.

21 Corporate brand project 5 Tapworks Like magic Now in its seventh year of development, the Delineo defined brand proposition for Tapworks the world s largest manufacturer of water softeners is based on the organisation s unique core competence. We continue to evolve the brand to meet the needs of Tapworks direct sales force and its network of B2B partners, both of whom target the B2C marketplace.

22 B2B client recruitment & retention A very significant proportion (estimated at 40%) of our business activities are in support of the B2B client retention and recruitment needs of clients. Working in close partnership with the senior marketing and management teams of clients, we define and implement marketing programmes designed to: Cross sell services to existing clients Maintain the loyalty and satisfaction levels of existing clients Profile and target prospective clients Generate sales leads and prospects The following campaigns provide an insight to our approach B2B recruitment/retention project 1 Servo putittothetest Targeting businesses in the highly competitive field of IT support provision, this campaign uses a combination of direct marketing, marketing and interactive online resources to generate leads for a large sales team. Launched in October 2009, the campaign has exceeded all key metrics.

23 B2B recruitment/retention project 2 Bott & Co challenge Bott Targeting large insurance companies and independent claims management businesses, this innovative campaign uses a combination of direct marketing, marketing and interactive online resources to promote a range of legal services from this Personal Injury specialist. The campaign achieved its initial annual client recruitment target within the first three months of going live.

24 B2B recruitment/retention project 3 Servo Freeworld Targeting businesses in the highly competitive field of IT outsourcing, this campaign uses a combination of direct marketing, marketing and video-based online resources to generate leads for a large sales team. As part of the campaign launched at the end of 2009 Delineo conceived and developed the Freeworld identity to represent and differentiate the service proposition from the business.

25 B2B recruitment/retention project 4 The Co-operative Legal Services B2B Delineo works very closely with The Co-operative to promote its Legal Services (including probate and wills) directly to consumers and to its B2B partners. The B2B activities include a suite of white label communication materials used by other parts of The Co-operative and its B2B partners. The B2B campaign is currently being extended through above the line activities targeting prospective partners.

26 B2B recruitment/retention project 5 Computershare B2B Delineo worked with HBOSEES for over a decade and is pleased to continue the relationship now under the ownership of Computershare. We work closely with campaign teams to promote employee share ownership programmes within B2B partners (including those shown above). Campaigns include everything from white labelled products to client branded campaigns that use a mixture of direct marketing, marketing and online elements.

27 B2B recruitment/retention project 6 Computershare B2B We work with computer vendors (such as Symantec) to promote their range of products through the B2B channel via Bell Micro. This 2010 campaign targets prospective and existing computer reseller clients via a combination of direct marketing, above the line, marketing and online video techniques. As with many campaigns of this nature, we promote both the brand of Symantec and Bell Micro through all media. B2B recruitment/retention project 7 numero B2B

28 In addition to our brand work for numero, we work closely with their sales team to develop sales leads and opportunities through its network of B2B partners. We use a combination of online and offline media that is typically co-branded (occasionally white labelled). Outbound digital marketing (including social media) has been combined very effectively with online video to drive an ongoing lead generation programme. B2B recruitment/retention project 7 numero B2B We are the roster agency responsible for The Co-operative s Enterprise Hub, a national B2B initiative designed to encourage and develop co-operative businesses. Our integrated communication campaign engages business through online, video, experiential and below-the-line activities. Our work with a variety of Enterprise Hub B2B clients can be seen on the website we have created as part of our overall comms campaign.

29 B2C client recruitment & retention A very significant proportion (estimated at 35%) of our business activities are in support of the B2C client retention and recruitment needs of clients. Working in close partnership with the senior marketing and management teams of clients, we define and implement marketing programmes designed to: Cross sell services to existing clients Maintain the loyalty and satisfaction levels of existing clients Profile and target prospective clients Generate sales leads and prospects The following campaigns provide an insight to our approach B2C recruitment/retention project 1 The Co-operative Cluster Delineo is one of just four roster agencies for The Co-operative having been re-appointed last month following a very extensive review process involving a large number of creative agencies. This campaign increased footfall within geographical areas in which there is a cluster of Co-operative businesses. The campaign exploited the different

30 communication channels available within the different Co-operative businesses (from POS to in-store radio) and reached prospective customers through a programme of above-the-line and direct marketing activities. B2C recruitment/retention project 2 The Co-operative Legal Services In addition to our B2B work for The Co-operative in respect of their Legal Services offerings, we are responsible for campaigns that target consumers directly. We have established online PPC advertising as the most effective direct sales channel for the businesses and promoted services through other Co-operative businesses such as the Food stores using a combination of POS and in-store radio.

31 B2C recruitment/retention project 3 Bolton Arena Access all areas As the lead agency for this major northern leisure facility, we are responsible for campaigns that retain and recruit new members and ad-hoc consumers. The access all areas campaign launched in Summer 2009 has been instrumental in exceeding ambitious sales targets for the year. Delineo s recommendation of a mix of sales promotion, experiential, outdoor, online and direct marketing activities has been praised for transforming the marketing strategy of the venue. Delineo has also led a project to classify and segment the customer base using a combination of in-house and third party (Sport England) data.

32 B2C recruitment/retention project 4 ASA Free swimming lessons This 2010 campaign for Bolton Council and the ASA is being extended nationally thanks to its unparallel success in recruiting members of the public to a programme of free swimming lessons in relation to a government-backed health initiative. The style and tone-of-voice of the campaign has been a key factor in connecting with the target audience and achieving record customer recruitment numbers.

33 B2C recruitment/retention project 5 EcoWater Intelligent answers As the lead agency for EcoWater, the world s largest manufacturer of domestic water softeners, we work closely with the management team to drive its B2B and B2C sales. This campaign targets current and lapsed EcoWater consumers, through an ongoing direct marketing programme the proposition for which has been developed on the back of in-depth customer insight and segmentation work. The campaign has been extended over the last twelve months to target new customers through national classified advertising and an online PPC campaign that has generated great results.

34 B2C recruitment/retention project 6 Timberland Intelligent answers As a main roster agency for Timberland, we work continuously on campaigns designed to drive consumer footfall and sales. This particular campaign was especially high profile as it included an amazing experiential element of an ice-room in the Oxford Street store. One of the main features of our B2C work for Timberland is the way we enhance the brand message to the consumer through comms materials that reinforce the quality and environmental credentials of the retailer.

35 In summary The full Delineo team, pictured above, offers a wealth of brand, B2B and B2C experience and expertise. We would welcome the opportunity to discuss your needs and hope that this document provides a useful introduction to our agency. Ella Worthington Marketing and Planning manger Delineo E: ella@delineo.com DDI: T: W: delineo.com